Volvo is launching a direct response campaign to increase sales of its 2015 S60 model. The campaign will target males aged 25-54 through a one-time "Volvo in Vegas" event aimed at getting 1,200 prospective customers to attend, with the goal of acquiring 600 customers. Three key customer segments will be targeted - older businessmen concerned with status and luxury, family-oriented men interested in luxury and safety, and young bachelors focused on status and technology. The event will include presentations from Volvo executives, a crash test demonstration, and a party-like atmosphere to showcase the new S60 model to different segments. Registration and surveys will collect additional customer information.

1. Volvo
Direct Response Campaign
Scott Van Winter, Hollie Randall, Christine Ryan, Lindsey Jordan

2. ● Swedish premium automobile manufacturer
● Competitors: BMW, Audi, Mercedes
● 7 of the safest luxury models of The Volvo Collection, which include
unique accessories
● S60 “perfect blend of dynamic performance and legendary comfort”
Brand/Product Overview

3. Volvo S60
● 2015 Volvo S60
● Luxury & Performance
● $33,750 - $43,550
● Fuel efficient, technologically
advanced & awarded Top
Safety Pick in 2014
● Volvo: “the ultimate
expression of confidence

4. Business Problem/Opportunity
Sales Gap
Automotive News, June 2014: “Volvo’s goal: Turn around U.S sales”
“Hakan Samuelsson, CEO of Volvo Car Corp., says it is still troublesome that Volvo sales in the
United States haven’t kept up with the growing market. Volvo’s U.S. sales fell 10 percent in the
first five months to 23,347 units in a market that grew 5 percent.”
U.S News & World Report Best Cars, May 2013: “Are Mitsubishi and Volvo on the Way Out?”
“Volvo’s sales are down 8 percent this year compared with the first four months of 2012. In
contrast, Toyota sales are up 5.4 percent, while Audi and BMW sales have increased 14.2 and
5.7 percent, respectively.”
Goal: Upsell existing Volvo customers

5. Objective
● Get 1,200 prospective customers to attend the one-
time “Volvo in Vegas” event presuming that 600 of
theses people will purchase the S60 for $50,000.
(Goal: acquire 600 customers)

6. Target
Males: 25 - 54 The Volvo brand has long been associated with safety, but this target audience will be drawn to the many
innovative, sporty and luxurious features of the Volvo S60 because of their desire for luxury and status.
According to data provided by MRI, the target audience:
● married (124)
● live in the western United States (114)
● graduated college plus (181)
● work in management, business or financial operations (205)
● earn a HHI of $150,000+ (244)
● home value exceeding $500,000 (243)
According to data provided by SRDS, the target audience :
● Always Look for Brand Name
● Like to Stand Out in a Crowd
● How I Spend Time Is More Important than Money
● Like Spending Most Time Home with Family

7. Older Businessman
According to data provided by SRDS, this person falls into the winner’s circle PRIZM segment.
● ages 35 - 54 with families that live in new-money subdivisions
● wealthy suburban lifestyles where status and luxury are important facets of everyday life
● worked hard their whole lives and feel that their success allows them the ability to treat themselves
● Median incomes are well over $100,000
Customer Insight:
Status and luxury are important facets of their lives because they have worked very hard to be where they are today.
Segmented Takeaway:
Volvo is a sedan that reflects the luxury, status and power that is exclusive to only those who have achieved the best of the best.

8. Family-Oriented Man
According to data provided by SRDS, this person falls into the upward bound PRIZM segment.
● This group is the home of the soccer moms and dads with ages between 35 and 54
● They are very focused on their families, but luxury is important to them and they need to feel that their vehicle
can provide it
● These are upscale families that have dual incomes, college degrees and tend to live in smaller satellite cities
● They are heavily involved with their children
Customer Insight:
Very involved and focused on family life but still want luxury in their lifestyle.
Segmented Takeaway:
Driving a Volvo allows me to feel confident balancing my status as well as the safety and satisfaction of my family.

9. Young Bachelor
According to data provided by SRDS, this person falls into the up-and-comers PRIZM segment.
● They have money to spend and status is a very significant component in their lives.
● This group is upper-midscale singles who live in smaller satellite cities.
● They are mobile adults, mostly 25-44 years old, and includes a high number of college graduates.
● They are into the latest technology.
Customer Insight:
Concerned with status and latest technology trends
Segmented Takeaway:
Experiencing prestige, through feeling the performance and power of driving a Volvo, while being seen in the sleekest,
technologically-advanced car on the market.

10. DM
Invitation
EventLandingPage
Family Oriented Man
Older Businessman
Young Bachelor
DM
Follow
Up
Email
V1S1
Email
V1S2
Email
V1S3
Email
V2S1
Email
V2S2
Email
V2S3
Lead Gen
Registration
Email

11. Registration Survey
● Will be featured on campaign landing page
Thank you for your interest! Tell us a bit more about yourself, so Volvo can make this evening all about YOU.
1. What is your age?
A. Under 25
B. 25-44
C. 45-65
D. Over 65
2. What is your marital status?
A. Single
B. Married
3. Where does your Volvo take you most often?
A. Networking events/business trips
B. Family weekend getaways
C. Restaurants/Bars

12. Event Details
Guest Speakers: A panel of Volvo executives will discuss the current state of Volvo and the Volvo Group, and host a
Q&A session. The panel includes:
● Thomas Ingenlath, Senior Vice President, Design
● Lex Kerssemakers, Senior Vice President, Product Strategy and Vehicle Line Management
● Alain Visser, Senior Vice President, Marketing, Sales and Customer Service
Older Businessman Segment
Crash Test: Highlight that the 2014 S60 was the top safety pick. A video demonstration of a real crash test will be
presented along with a word from Volvo safety experts
Family -Oriented Man Segment
Volvo After Party: Unveiling the new Volvo S60 will be the highlight of this event. The event will have a party-like
atmosphere with music, drinking, and mingling
Young Bachelor Segment

13. Event Details
● Date: Saturday, June 20, 2015
● Venue: Las Vegas Convention
Center
● Cost: Admission is free.
Additional costs include food,
travel, and hotel as up to the
guest
● Time: 5 P.M. - 1 A.M.

14. Budget

15. Budget

16. Measurement

17. Creatives